July 1, 2003
By Thomas Thale
GABU TUGWANA, the newly appointed director of communications in the city, is a man with an altruistic impulse - a disposition which has driven him to take up various causes, fighting for society's underdogs in his long and distinguished career.
The veteran activist and founding editor of the now defunct New Nation newspaper, arrives for the interview wearing an Aids ribbon - Aids awareness being just one of the many causes he likes championing. His weapon of choice has always been a pen. Tugwana is the former organiser of the Media Workers of South Africa (Mwasa) Southern Transvaal and South African Associated Newspapers chapel vice-chairperson. He was part of the core team that formed the Association of Democratic Journalists (ADJ).
As a journalist in the 1970s and 1980s, Tugwana put his pen to revolutionary use, exposing the excesses of the apartheid regime whilst promoting the campaigns of radical formations. When Soweto erupted in 1976, Tugwana, then 22, had his finger on the pulse of the national upheaval, as he covered the unfolding drama for The Rand Daily Mail newspaper.
Although he never formally belonged to political organisations outside the media, Tugwana remembers "assisting the students and youth who fought against Bantu Education and general unfair social order in compiling media statements, providing transport, and helping some to go into exile". For his efforts, he was detained for 20 months in 1976 and 1977.
In his new job, Tugwana promises to take up the cudgels on behalf of ratepayers. "I want to be exposed to the needs of ratepayers. They pay for our salaries. We should take consideration of their needs." Tugwana refuses to simply put a spin on the problems facing ratepayers but insists on making a tangible difference to the experiences of city residents. He is quick to admit that this might sound idealistic, but is confident that the city has "a team of keen people" to make this work. He recounts with relish the experiences of a woman whose electricity had been cut off 10 times after she had taken over property from another resident. She was wrongly billed as the previous resident. When Tugwana was alerted to her problem, he took it up with the relevant department and her problem was promptly solved.
"I have not come here to be a spin doctor. I have come to assist and ensure that necessary attention is paid to the work done by the city, and to improve communication with ratepayers," Tugwana asserts.
Tugwana believes that his long and varied experience, "working in print, in radio, on television, in communications and as a private consultant in government relations" has adequately prepared him for the challenges ahead.
For Tugwana, the difference between journalism and communications is not so much that the former is objective while the latter is not. In communications, he avers, you can promote the image of an organisation but still do so objectively. "It is important to highlight all facets of the matter. It cannot be hunky-dory all the time." The difference lies rather in the relationship of the professional to the subject. While journalists generally never become attached to their subject, which is fluid, the subject in communications is more fixed, giving the practitioner time to know and understand it intimately. "Some journalists are just interested in the sensational aspect of the story, not about how the story affects the subject."
Tugwana admits to sometimes getting caught up in the problems of his subjects - even being reduced to tears on one occasion. He recounts how, while working as communications manager at Transnet, he once boarded the Phelo phepa (clean living) train, manned by volunteers to promote health care in outlying areas of the country. The train provided health services such as eye care and TB treatment as part of the company's social responsibility programme. The desperation of people flocking to the train station, some even sleeping on the platform overnight just to catch the train, was enough to bring tears to Tugwana's eyes. "There's a bit of emotion in me - I do break down," he admits, revealing a soft side.
When he was detained in 1976, Tugwana was a strong advocate of the Black Consciousness philosophy, which promoted black pride and self-determination. At the time, Tugwana saw life in terms of simple polar opposites: black is good and white is evil - simply reversing the logic of apartheid. But the prison experience became for Tugwana a time of revelation. "While in solitary confinement for 20 months, I befriended a religious Afrikaner warder and, after discussing our common religious and political beliefs, he broke all the prison rules. Through our friendship we were able to ignore restrictions and distributed reading material to political detainees," Tugwana recollects. "I shifted alliances from BC to the progressive movement on my release from detention in 1979. I realised I had to broaden my political outlook. This indicated it was possible to isolate the apartheid system from its general followers."
Tugwana expresses unease with what he calls "lame duck journalism and half-baked sensational stories" which proliferate in the media today. He cites, as an example, a newspaper story alleging that the director of housing in the city had been dismissed for alleged misadministration. "As a party directly implicated in the story, the city was not initially given the right of reply." Tugwana blames this omission on "laziness cropping up. People don't want to do research," he charges.
Instead of shoddy journalism, Tugwana advocates "constructive journalism" - a journalism that "influences the process of change. It educates, seeks to give direction, it is more of a reformation or nation-building journalism". But this does not mean treating politicians with kid gloves. "If a ward councillor is not effective run the story, expose him, but give him the right to reply, " exhorts Tugwana.
Tugwana expresses regret that council affairs are not given adequate coverage in the media. "Council projects don't get much media exposure. The media don't find a good news story appealing. In the last two weeks I've been here, I've seen quite a few news-worthy events go unreported." Tugwana gives as an example the mayor's recent visit to region 4, in which he met members of the community and listened to their grievances. The media did not cover the event. The media missed an opportunity to be exposed first hand, to community grievances and how council responds.
Notable exceptions to this general trend are, says Tugwana, community radio stations and community newspapers. "I welcome the effort they make, they do make time. I might not agree with their approach to stories, but they do make time to cover council issues."
Tugwana considers this neglect of council affairs by mainstream media as a "big challenge on the city's communication channels".
He has undertaken to work out a strategy to impact on the media in conjunction with his colleagues in the communications department. "I've learned in my life that if you want to succeed, you must involve parties who will be part of the solution."
Tugwana promises to be a "hands on manager" that is responsive to the needs of ratepayers.
"My performance should be judged by the difference my colleagues make in promoting a better understanding between the Joburg City Council and the rate-payers - the people who largely pay for our salaries. Better understanding of the two parties is the key area of my performance."
